The brand known for its attention-getting product names and brand slogans has done it again. Launching this month, bareMinerals lets loose on a daring campaign for its first-ever solid bareMinerals READY SPF 20 Foundation. Rooted in the brand’s heritage of speaking to their foundations as a closer relative to skincare than makeup, this campaign introduces the idea that ‘foundation’ has become a dirty word thanks to the cakey, pore-clogging formulas widely available that have given the category a bad rap, instituting fear in women that are relentlessly seeking the solution to flawless skin.

The campaign is supported by the fact that bareMinerals READY SPF 20 Foundation doesn’t look or feel like a foundation. With serious skincare benefits—a 108% increase in skin hydration after 12 hours of wear—and invisible long-wearing coverage that will have others complimenting your skin (not your makeup), the word ‘foundation’ does not do this latest innovation justice. ‘We Don’t Like Using the F-Word’ aligns with the brand’s innate desire to challenge the status quo while offering a unique perspective on what bareMinerals READY SPF 20 Foundation can do for the skin. No visible trace of makeup, no parabens or harsh chemicals, no dreaded line of demarcation—simply smooth, fresh, younger-looking skin.

“From the moment I launched bareMinerals, I’ve always struggled using the word ‘foundation,’ it never felt right,” explains Leslie Blodgett, Creator of bareMinerals. “Our formulas do so much more—actually improving the appearance of skin over time and giving women their most beautiful skin ever without looking like they’re wearing makeup at all. So, while it’s technically a foundation, we knew we had to speak to it in a different way…so we did it on our terms. This campaign really sums up our philosophy on this product category—there’s no mistaking what we stand for.”

The first iteration of the ‘We Don’t Like Using the F-Word’ campaign will kick off in North America in mid-August to support the nationwide launch of bareMinerals READY SPF 20 Foundation on September 1.